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  • admin 9:51 am on September 22, 2017 Permalink
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    The 9 steps every business analyst should take 

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  • admin 9:51 am on June 8, 2017 Permalink
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    PNEC#21 and a Unique Take on the Value of Analytics 

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  • admin 9:51 am on June 2, 2017 Permalink
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    Should Data Modelling be a ‘Prescriptatorship’, or Take a More Laissez-Faire Approach? 

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  • admin 9:51 am on November 17, 2015 Permalink
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    Can WhatsApp Take the Spotlight As the New Marketing Channel? 

    Don’t you find it insanely frustrating when you are trying to sign into Skype and you just can’tremember which username or password you used? It happens to the best of us. This is why the founders of WhatsApp, Jan Koum and Brian Acton decided to create their messenger platform differently.watsapp

    When Apple introduced push notifications in May 2009, Koum created a “prebuilt social network using phone number as a login instead of a password”. The original motto was “No ads! No games! No gimmicks!”, rather an interactive messaging system that supports multi-media exchange. Facebook later purchased WhatsApp in May 2014 for approximately $ 19 billion.

    WhatsApp’s massive growth made it an appealing option to marketers who are looking for a more personal way to engage with their customers. What started as a personal messaging platform evolved into a multimedia sharing platform with the option to share content and media to a closed group of people that have a common interest.

    With the opportunity comes also a challenge. WhatsApp doesn’t have an official API. This means that it is not possible to automate any form of marketing. Therefore, companies who’d like to leverage this platform need to devote more resources in addition to coming up with highly creative ideas in order to engage with its users.

    Used correctly, WhatsApp can be a great tool to increase brand awareness, customer loyalty and thought leadership.

    How Marketers Can Leverage WhatsApp

    In 2013, WhatsApp introduced what’s called “broadcasting”, allowing users to send messages to a group of people at once, without allowing other recipients to know about each other. Marketers can reach 100% of their recipients directly, which is a huge benefit. In comparison, with a Facebook page marketers can only reach about 6 % of their followers unless they pay to promote their content.

    WhatsApp is not as active in America and the UK, however many e-commerce companies around the world have been putting it to good use. In Africa, a website known as Jumia, has been connecting with its users to send them updated offers and promotions. WhatsApp is popular in India for small businesses wanting to communicate directly with their customers without any network barriers.

    Another interesting usage of WhatsApp is for real time alerts and it was successfully used during governmental elections in the UK, Israel and in India.

    The Flip Side of the Coin

    WhatsApp was not designed for business use; however it could still be used to compliment your current social media platform. Direct advertising and soliciting a business via WhatsApp is actually a violation of its terms and service. However, sharing images, posts and engaging with your existing contacts is acceptable.

    In some countries, it is not allowed to contact individuals by phone unless they have specifically asked to be contacted. But even without such regulations users may consider these campaigns as spam or inappropriate.

    Using WhatsApp for business should not be taken lightly. There are ways to do it if you are going to and ways to definitely not do it. It is very important to keep in mind that the last thing a customer wants is another disruption, especially when it comes to their private messaging app.

    Conclusion

    For marketers, having another marketing channel is always both an opportunity and a challenge: on the one hand, a new channel has the potential to reach a new audience, but on the other you need to study this channel and find the best ways to utilise it. It is also important to carefully choose the channels that are most relevant for your audience and to focus on these, rather than spending resources on channels where your audience is not very much present.

    While WhatsApp was not designed for business usage, it holds many opportunities for engaging customer in a personalised manner, and marketers are beginning to tap into the potential it holds. Yet, marketers need to keep in mind that using WhatsApp is considered very similar to using SMS, and therefore they need to be careful not to spam users or be intrusive.

    The post Can WhatsApp Take the Spotlight As the New Marketing Channel? appeared first on Teradata Applications.

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  • admin 9:53 am on June 5, 2015 Permalink
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    How Close You Are To Leveraging Individualized Insights And Improving Interactions With Customers? Take The Quiz! 

    quizData-driven marketing is the strategy of collecting and connecting large amounts of online data with traditional offline data, rapidly analyzing and gaining cross-channel insights about customers, and then bringing those insights to market via interactions tailored to the customer, at their point of need and in real-time. It enables highly individualized insights, which can help you develop collaborative, enduring bonds with customers.

    Whenever I recite that definition, I see marketers’ eyes light up. They’re instantly eager and ready to jump right in. But remember: Data-driven marketing strategy is not a one-size-fits-all solution, and you can’t implement a data-driven approach overnight. Instead, you’ll need to proceed methodically, developing individualized insights through a systematic framework of tools, standards, and practices implemented to integrate, automate and improve your current processes.

    Do you have questions about where your organization currently stands and how far you need to go to start realizing the benefits of individualized insights? If so, please take the time to check out our new set of assessment tools designed specifically for marketers like you.

    Within a few minutes, these quick assessment tools will help you determine how well your marketing processes and programs stack up. All you’ll need to do is rate your organization’s data-driven maturity from 1 to 5 in a few different functional areas (1 = infancy; 5 = fully optimized), then add up your scores and evaluate. 

    The four self-assessments cover the areas of data system integration, marketing analytics, digital marketing and marketing resource management:

    Data System Integration

    To develop a strong data driven marketing strategy, you’ll need to integrate disparate databases of customer information. Effective integration is critical because it lays the foundation for discovery of individualized insights through use of data and analytics. But it may be difficult to gauge the effectiveness of your integrations. How do you even know if you’re on the right track? This self-assessment will help you better understand how your data system integration stacks up. 

    Marketing Analytics

    Marketing analytics shed light on effective methods for engaging customers and help you leverage individualized insights to create interaction strategies that drive more revenue. But do your analytic tools let you see every data point that can add to an understanding of customer behavior? Use this marketing analytics self-assessment to gauge where you stand.

    Digital Marketing

    Today’s customers engage in a variety of digital spaces—email, mobile, social, websites, etc.—and you have to be sure you’re delivering the right message across all of these channels and platforms. Are you confident in the effectiveness of your digital execution? Take this digital marketing self-assessment  to determine if you’re on the right track.

    Marketing Resource Management

    Your marketing team needs to act on process and program insights to optimize the impact of its initiatives. Done right, marketing resource management enables more agile marketing that quickly responds to individualized insights. But controlling processes and programs can be challenging. This marketing resource management self-assessment will provide insights to help you improve your data-driven strategy from the ground up.

    After completing these four self-assessments, you’ll better understand where you need to improve so that your data-driven marketing strategy can empower your organization with individualized insights.

    And here’s the best news of all: No matter where you are currently, Teradata can help you go further.

    The road to individualized marketing that actually drives revenue is built by the increased data flexibility made possible by operational efficiency and paved by real-time inbound and outbound messaging enabled by individualized insights. Learn more about how to power your marketing by downloading our new whitepaper, Essential Steps to Marketing With Individualized Insights.

    The post How Close You Are To Leveraging Individualized Insights And Improving Interactions With Customers? Take The Quiz! appeared first on Teradata Applications.

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  • admin 9:53 am on May 11, 2015 Permalink
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    Northwestern University Graduate Students Take on Big Data Using Teradata Aster Discovery Platform in Hackathon 

    Winning team applies analytics to U.S. presidential speeches, discovers link in positivity and popularity
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  • admin 9:52 am on December 14, 2014 Permalink
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    My Take: Data Is Full Speed Ahead: Are you Ready? 

    macy's

    From Macy’s photo gallery.

    While I’m prepping for the holidays, like most people, shopping is on my mind. Scanning the news, I noticed an article discussing the link between dropping fuel prices and Macy’s expectation of increased profits. With lower gas prices, consumers will theoretically have more money to spend in the stores, and with holiday shopping in full swing, that’s a good thing for the retailer.

    But this got me thinking about another connection that maybe isn’t so obvious. What does this influx in consumer spending mean for marketers? After all, more consumer spending means more data coming into the organization and greater opportunities to build relationships with customers based on individualized insights. Businesses need to ask themselves: What can we do with this influx of data and are we ready for it? Do we have the systems and solutions in place to fully capitalize on the possibilities increasingly more customer data presents?

    Many retailers prepare for this sort of spike in activity around the holidays or other buying cycles relevant to specific industries, but I’m not convinced businesses are doing enough to prepare for spikes that result from imminent macro-economic, social and political changes (see G-20 commitment to up the global economy by $ 2 trillion over the next five years. This too means … more data). Retailers, indeed all businesses, who aim to capitalize on these future happenings need to establish best practices now, and invest in the tools and protocols needed to make the most of data influxes no matter how and when they crop up.

    That’s my take. Please share your views or best practices about how you’re getting the most value from your data.

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